Coming soon
FASHION MARKETING (THEORY)
Paper Code:
FSD-123
Credits:
4
Contact Hours:
60.00
Max. Marks:
100.00
Objective:
- To develop an insight into the fashion market among the students.
- To provide comprehensive knowledge about marketing mix.
12.00
Unit I:
Marketing
- Meaning and Definition, Selling vs. Marketing
- Nature and Scope of Marketing
- Core Marketing Concepts, Marketing Philosophies, Marketing-Mix
- Marketing Environment Analysis, Marketing Management Tasks
12.00
Unit II:
Marketing Research
- Marketing Research Process
- Importance and Application
- Understanding Consumer market trend
- Overview of research design
12.00
Unit III:
Segmenting, Targeting, Positioning Strategies
- Level and Basis of Market Segmentation
- Selecting Market Segments and Targeting
- Product Life-Cycle Marketing Strategies
- Corporate & business strategy
12.00
Unit IV:
Product & Pricing
- Concepts, levels of product, product life cycle, New product development process, Product line & Mix Decisions
- Pricing objectives, Pricing methods and policies, factors influencing pricing
12.00
Unit V:
Promotion & Distribution channel
- Advertising, Sales promotion, Public relations, Personal selling, Direct Marketing
- Levels of distribution channels , factors influencing selection of distribution channels
- Functional areas of physical distribution, logistics decisions
Essential Readings:
- Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
- Kotler, P. Principles of Marketing, Prentice Hall, 2003
References:
- Easey, M., Fashion marketing, Black well sciences Ltd., London, 1995.
- Costantino, Maria, Fashion Marketing and PR, Fashion files, Batsford Ltd., London,1998.
- R.C. Bhatia, Marketing communication and advertising, Galgotia Publishing Company, New Delhi, 2003.
Academic Year:
